First-Time CROs Are Winning the Jobs in 2025

In the UK, nearly 3 in 4 new SaaS CRO/CSO/CCO hires this year have never held a C-level role before.
In North America, it’s 55%, with 38% of those promoted internally.

That’s not cautious hiring. That’s a reset.

I’ve spoken with CROs, Operating Partners, founders, and others who work closely with revenue leaders. There are three consistent theories I keep hearing.

A. The B2B SaaS Sales World Has Changed

How buyers buy has changed. The tools sales teams use have changed. So too have the motivations and desires of the sellers themselves.

There’s a feeling that first-timers bring fresher ideas. That they’re more attuned to today’s GTM environment. That they’re not dragging outdated assumptions into a changed landscape.

And maybe they’re just closer to what selling looks like now.

B. The Role Needs Shaping, Not Just Filling

Some firms have realised they’re not really built for a “round peg” CRO. They’ve hired the person with the impressive CV, and it hasn’t worked. Not because the CRO was weak, but because the business needed a different kind of fit.

So they’ve started thinking differently.

First-time CROs are often more malleable. There’s a sense they can flex into a role that still needs shaping. That they’ll meet the company where it is.

That can be powerful, but it needs to be grounded. Adaptability is good. But businesses still need to set a CRO up for success. That means structure, support, and some shared understanding of what good looks like.

C. Cost vs. Value

This one’s come up a lot. CROs can be expensive. And with average tenure still sitting at around 18 months, some companies are nervous about burning budget on a hire that might not stick.

So they hedge. They go for a first-timer, often on a lower package, and hope the upside covers the risk.

But here’s the thing. Comp is a small part of the total cost of a mis-hire. Lost time, lost momentum, missed targets. Those are the expensive bits.

You can hedge. But don’t forget to stack the odds in your favour.

Final Thoughts

This isn’t just about saving money or taking a punt. It’s a reflection of where we are:

Buyer journeys are shifting. Sales cultures are evolving. There’s real hunger coming through in the next wave of sales leaders.

If you're an aspiring CRO, lean into this moment.
If you're an experienced CRO, reframe how you tell your story.
If you're hiring, make sure you're doing it for the right reasons.

I’m speaking to CROs, founders, and operating partners every week about how to make these appointments work.
If this is on your radar, let’s talk.